Tag: Toyota

It’s almost becoming a redundant statement when people say, “crossovers are taking over the automotive industry”. The truth always hurts, especially if you’re a car enthusiast. However, Toyota has continued to produce and improve the family sedans in their lineup, and with the 2020 Corolla, the compact car segment might still be showing signs of life. Despite times being dire as Ford and Chevy are leaving the small car market, Toyota surprised us all with a Corolla that just might be the best one yet.

An appealing appearance was never something you’d associate with the Corolla, as practicality and reliability were always main selling points. Starting with last generation, Toyota began marketing towards millennials and younger buyers, and now with a completely redesigned sporty exterior one might argue that it’s the best looking in its class. With a black mesh grille and aggressive front fascia overall, the brand has transitioned to being more performance oriented when it comes to design, mostly due in part to the new Toyota Supra. This sporty theme continues to the rear, as the body lines, black mesh grille, and rear diffuser are elements that were never incorporated into the road presence of the Corolla in recent previous generations.

For the SE and XSE trims, 18″ machined alloy wheels will come standard, which are certainly an upgrade over the 16″ wheels found on L, LE, and XLE trims. Also coming standard are LED daytime running lights and taillights, and for the XSE, heated side mirrors and a power moonroof are additional features that add quality to the new Corolla.

The evolution this car has gone through aesthetically not only indicates the direction the Toyota brand is going in, but it also ensures the survival of this model. The Corolla continues to have a loyal following from consumers that extend decades, but Toyota is well aware that reliability alone no longer equates to sales in an ever-growing demand for more practical crossovers. To help combat this, they gave their compact sedan a hybrid trim that not only comes in at a very affordable base price of just under $23k, but also gets a combined fuel economy 52.5 mpg.

Under the hood of the top trim XSE, the Corolla gets a 2.0 liter 4 cylinder engine that puts out 169 hp and 151 lb ft of torque and is paired with a continuously variable transmission. This is an increase of 29 horses from last generation, and this boost in performance doesn’t negatively effect fuel efficiency either as the Corolla achieves 31 mpg in the city and 38 mpg on the highway. Front wheel drive is your only option for the drivetrain which isn’t a surprise, as many competitors aren’t offering AWD in this segment. Despite the many changes to the exterior, it’s still your reliable and economically practical Corolla, but is the interior just as exciting as the new outward appearance?

Inside you’re greeted by heated front sports seats with fabric inserts for both the driver and passenger. Bolstering is rather impressive for a car in this class, especially for a Corolla. Once behind the wheel you’re going to immediately notice a completely redesigned dashboard, center console, and new for 2020, a 7 inch digital information display between two analog gauges. This instrument cluster will be found in other Toyota products, and with competitors beginning to integrate digital technology in their vehicles, this is one way for the brand to stay relevant in an ever changing digitalized world.

You’ll get Apple CarPlay compatibility along with Amazon Alexa connectivity which you can access through your 8 inch touchscreen. Optional for the XSE trim, you’ll get a navigation system and a 9 speaker JBL sound system. While technology is no stranger to Toyota, there does appear to be an accelerated shift towards reaching a younger consumers base. This approach is a way to not focus primarily on the fact the car is reliable and safe, but it can also be fun for the driver and passengers as well.

For rear cargo space you’ll get 13.1 cubic ft of cargo room, which is slightly bigger than the Honda Civic sedan. This in my opinion is the reason why Americans are moving on to crossovers, and I don’t think there’s any argument here that cargo volume is one of the Corolla’s biggest weaknesses. However, loyal owners who have purchased this model in the past aren’t in need of versatility, which is why the upgrades Toyota has made to this car, while also increasing its fuel efficiency might just be enough for customers to justify purchasing one more Corolla in their lifetimes.

Looking towards the future, no one really knows whether the compact car market will survive. But one thing is for sure, that the brands who still cater to customers in this dwindling segment are continuing to provide comfort features, economical and financial practicality, and an increase in technology. This alone could still draw buyers, and maybe over time, compact cars will continue to evolve to become more compelling to Americans, but only time will tell.

It’s almost becoming a cliche to say that crossovers are taking over the automotive world, but unfortunately it’s the reality we’re living in. For manufacturers, differentiating themselves from rival brands is crucial if they want to control a segment that shows no sign of slowing down in growth heading into next decade. Last year Toyota unveiled the completely redesigned RAV4 which is now in showrooms and already on the road. It’s debut was without a doubt impressive, but fast forward one year later and we’re once again presented with a crossover that sports a new look and built on an all new platform.

The 2020 Ford Escape made a grand entrance just before the New York Auto Show, and already excitement is building for the American manufacturer’s best selling crossover. In 2018 Ford announced they were fully committing to SUV’s, cutting the Focus, Fiesta, Fusion, and Taurus out of the lineup. Many journalists and consumers were concerned about Ford’s future and where the automotive world was heading, but with the list of upgrades that Ford has made to the Escape, next decade is looking bright for the brand out of Dearborn, Michigan.

Exterior

Completely redesigned, the Escape now looks sleek, sporty, and slightly more European. It’s been lengthened, lowered, and widened which is going to be noticeable once you step inside. At first glance the Escape now looks like a crossbreed between a Porsche and Tesla, and from the front fascia to the C-Pillar, it certainly looks like a baby Macan. With journalists expressing the same opinions, this could bode well for the 2020 model year.

Looking around back, I wouldn’t go as far to say that Ford took design elements from Toyota, but the taillights definitely remind me of the new RAV4, but at the same time they also look like they came off a Jeep Cherokee. From the photos and video that have been released, the entire body of the Escape is a teaser of what we can expect from the all new Lincoln Corsair, which will be unveiled in New York on April 17th.

Overall, the overhaul for the exterior was certainly needed. The last generation Escape’s body and design were very worn out and old, with only one minor facelift that enhanced the front fascia. For 2020, the Escape loses the boxiness and slightly bland appearance, which is why styling the crossover in a way that we liken it to a Porsche or Tesla was the right decision moving forward.

Interior

The bulk of the improvements for 2020 are found inside, and it’s here that emotions range from being impressed, surprised, to disappointed. Starting off with the what’s good, Ford will offer a 12.3 inch digital information display with graphics that appear to be on par with Honda. While not trying to sound like Captain Obvious, this implementation of technology the minute you get behind the wheel was certainly needed. American manufacturers have been late to the game when it comes to transitioning from analog to digital instrument panels, but from what we’ve seen, resolution quality seems to be quite good.

Also new is a repositioned 8 inch touchscreen infotainment system that is reminiscent to what you’d expect from Kia. The screen is no longer integrated into the dashboard, and instead is its own piece. What’s disappointing however is that Ford is still using the Sync 3 system for the start of a new generation. I was hoping that instead of a re-skinned infotainment system we’d get something new that would give Honda a run for its money. Yet while feeling a bit discouraged, Toyota’s infotainment system is also outdated, but with Ford committing to a new direction, I expected them to update every aspect of the interior.

Not surprising for 2020 is that Ford got rid of the gear shift lever and is replacing it with a rotary dial. We’ve already seen this transition in the Ford Edge, and by implementing a rotary dial they were able to add a wireless phone charger. So far I haven’t seen or heard anything about that being offered on the Escape, and instead it only appears that this decision was made to increase cargo space for storage compartments up front.

Adjustable Rear Seats

A strong selling point for consumers is the rear seats that now offer six inches of adjustability. Ford claims that when the seats are pushed back, the Escape offers more legroom than a Chevy Suburban which is really impressive. This adds practicality and versatility, especially for families or individuals constantly on the go because if there’s no occupants in the back, that extra six inches of room can be used to maximize cargo room. This feature alone could draw in buyers, and for the tall people in your life, you won’t have to hear them complain about being cramped in the back during a long road trip.

New Engine Options and the Return of Hybrid Technology

Starting off with the old, the 2020 Escape will offer the 2.0L turbocharged 4 cylinder engine that puts out 250 hp and 275 lb ft of torque, which is a slight increase in power from last generation. All new is a 1.5L Ecoboost 3 cylinder engine, which is definitely surprising. Normally we’ll see smaller four cylinder options here in the United States, while other global markets receive the 3 cylinder engine. For performance you can expect 180 hp and 177 lb ft of torque. Both engine options just listed will be paired with an 8 speed automatic transmission.

When it comes to the all new hybrid engines available, both will be 2.5L 4 cylinders, with one being fully hybrid and the other being a plug in. Ford claims that the full hybrid version will have a fuel range of over 550 miles which is very impressive. Hopefully we can find out if that fuel range is accurate, as it does seem a bit high and ambitious. For the plug in variant, you’ll get 209 hp and an electric charge of about 30 miles.

Is The 2020 Escape A Game Changer?

At the end of the day, the all new Escape will put Ford back into contention against Toyota, Honda, and Nissan who all outsold the Escape in its segment. The updates that were made to the exterior bring a sporty, youthful, and fun vibe to a crossover that became quite bland near the end of its cycle. To have a Tesla and Porsche appearance makes this vehicle relevant to most consumers, and at least on paper, makes the Escape an affordable option for a buyer whose budget can’t get them a Porsche Macan.

However, it’s the interior updates that I think will be the prime selling points for most buyers in the United States. The updated digital instrument panel, a more upscale interior, and the six inches of adjustability for the rear seats will resonate best with Ford loyalists and also new consumers as well. The complete overhaul was executed perfectly by Ford, and the changes they made now put the American manufacturer in a good spot heading into a decade.

With Ford continuing to tweak their lineup, there’s a lot of excitement and anticipation for what’s coming on the horizon. The Bronco’s return is right around the corner, a four door Mustang is in the works, and even an off-road variant of the Escape can’t be ruled out. If Ford does this right, they’ll put Honda and Toyota on notice for the beginning portion of the 2020’s.

For almost 17 years after Toyota ceased production of the Supra, the Japanese brand that once captured the attentions of younger consumers by offering more affordable sports cars became known as the most boring brand in the country. The stark difference from the 90’s and 2000’s were apparent as the lineup became primarily geared toward consumer vehicles and looking to the future with the Toyota Prius. It wasn’t until around 2017 that hope was rekindled within the car community, and that there were signs of exciting cars coming on the horizon.

When Scion closed it’s doors, the GT86 and Corolla iM, which is now the Corolla hatchback, joined the Toyota lineup in the United States ushering in a significant change for the brand, not only when it came to performance, but also appearance.

2018 Toyota Camry XSE

This all really begins in the fall of 2017 when the completely redesigned Camry started to hit showrooms across the country. The new XSE V6 trim would offer 301 hp with paddle shifters to go along with an optional two-toned exterior and red leather sports seats. Toyota lowered the roof which widened the interior, increasing shoulder room and giving the Camry more of a sports sedan feel rather than being a mid-size four door family car. Not present on most vehicles in the Toyota lineup, an aggressive black mesh grille added to the sporty appeal, which is something we hadn’t seen in many years. And also hidden in the fine print, an optional 360 degree surround view camera was offered, making the Camry one of the first sedans under $40k to have this feature. So not only is this the beginning of a new age for Toyota when it comes to performance, but technological advancements inside the cabin of their vehicles are slowly becoming present.

2019 Toyota RAV4

Then on the last week of March at the 2018 New York Auto Show, Toyota unveils their redesigned, rugged, and masculine RAV4, immediately drawing attention from automotive journalists. This crossover that was once your average family hauler, now takes on the appearance of a Jeep with square wheel arches but also has subtle design cues taken from Lexus as well. The new RAV4 has received some high praise over the last 6-8 months as some have crowned it the best crossover in it’s segment, which is arguably a very accurate statement when you look at the competitors. What’s setting Toyota and some Japanese automotive brands apart from the rest is that they’re getting creative and edgy with designs, whereas the Americans and even some German brands are becoming far too conservative in a time when innovation and change is being welcomed with open arms.

The RAV4 now looks like it’s the most off-road capable ever in it’s history, and with a variety of different trims like the Adventure and XSE hybrid, fun and higher quality appearances is the theme moving forward. But also, they’re staying relevant during the changes in consumer demands as performance and luxury are two aspects that car buyers want, at least for the foreseeable future.

2019 Toyota Corolla Hatchback

A few minutes earlier, the all new Corolla Hatchback was unveiled intriguing many fans of the manual transmission as it’s optional on the 2019 model. While the small 2 liter four cylinder engine that puts out 168 hp and 151 lb ft of torque isn’t exciting many younger drivers, it is however a throwback to the Japanese hatchbacks of the 90’s with a twist of modern features like 18″ alloy wheels, leather trimmed sport seats, and apple car play and Amazon Alexa compatibility on the XSE trim. While the Corolla hatchback may not be the most exciting car that Toyota has added in the last 2-3 years, they’re at least trying to appeal to car enthusiasts of all ages and that deserves some admiration.

This all leads us to 2019 and the new Toyota Supra. Did they really need BMW’s help to bring back the iconic sports car? Absolutely not. In fact, Toyota is more than capable of tackling this project on their own. However from recent history, they collaborated with Subaru to create the GT86, so it’s not really surprising that they’d look to a German manufacturer to produce the 2020 Supra.

Personally, I think Toyota has taken far too much criticism over the last few weeks, and car enthusiasts should take into consideration where this brand was just a mere 5 years ago. Not many people can honestly claim they foresaw the significant changes the brand was going through, and with rumors of a new MR2 and Celica possibly being on the horizon, car lovers should embrace Toyota for what they’re doing in a time when rivals like Ford are getting rid of sedans and hatchbacks.

At the end of the day judgment should be reserved until track tests and real life driving reviews begin to get released by automotive journalists. After we see how the new Supra performs, then criticism, skepticism, and disapproval can be voiced.

Hybrid vehicles have come a long way since 2000, but the lasting image in many consumers’ minds is the appearance of the Toyota Prius. Even worse, there’s been a negative perception towards the car, and for good reason if you’re a car enthusiast. It’s the embodiment of the lack of love for cars by some drivers, and that it’s only purpose is to get from Point A to Point B. Despite the pushback by consumers who prefer gas powered cars, the Prius has owned the hybrid segment for almost two decades, but has their run of glory finally come to a close with the reintroduction of the all new 2019 Honda Insight?

Whether Honda received criticism or not in the past for their design of the Insight, the first generation back in the early 2000’s resembled a computer mouse. The second generation made some improvements in 2010 when it was brought back, but still didn’t make any headway against the Prius, even though the Insight had a similar appearance which was done on purpose to try enticing consumers to switch to Honda. Now the 2019 model year takes on yet another look, and this time it comes in the form of a sedan.

Built on the same platform and sharing the same design cues as the Civic, the Insight has grown up and matured to a point that we now have to take this hybrid seriously. I’m on the fence of whether I actually prefer the appearance of the Insight over the Civic, as its road presence is much more appealing. Honda clearly listened to the demands of car buyers, and went much more conservative to make this sedan look like an average compact vehicle.

I know what you’re thinking. “But what about the Accord and Camry which both have hybrid trims? They’re normal four-door sedans but use alternative energy to increase mpg’s”. The reason the Insight raises eyebrows is because it’s a pure hybrid and doesn’t offer gas powered trims, which makes it serious competition for the Toyota Prius. Pricing will also play a factor, as the Insight starts close to $1k less than the base model Prius.

For fuel economy, the Insight gets 55 mpg in the city and 49 mpg on the highway for the LX and EX trims due to the 16″ wheels that come standard. The Touring will be slightly less economical as you’ll get the upgraded 17″ alloy wheels, but to make up for it, heated leather trimmed seats, a power moonroof, and a power driver’s seat highlight some of the upgrades over the EX trim.

We can delve into the numbers and do an in-depth comparison with the Prius, however this hybrid sedan is not meant to convert the cult following of Toyota loyalists, but instead reach the buyers who are on the fence. It’s the first impression that’s going to leave a lasting impact for the Insight, which is why it has a strong chance of being a success in the US. It wouldn’t be a stretch to suggest that pedestrians and fellow motorists passing by would be surprised to find out out it’s a hybrid, as the Insight could be perceived as being a next generation Honda Civic.

Not to be funny, but the journey this car has gone on in the last 20 years is like that movie, “A Dog’s Purpose” starring Dennis Quaid. Not only was the dog searching for a life purpose, but each time he passed away he reincarnated as a different breed, similar to the Insight which went from a two-door, to a hatchback, to now a sedan. It’s possible that Honda has finally found a purpose for the Insight, and as a good looking compact sedan, it could fare very well with consumers gravitating towards hybrid technology.

Ask any car enthusiast what their thoughts are on crossovers taking over the automotive industry and they’ll all reply with a worrying comment that it’s the end of cars and sedans. While the average consumer has become addicted to crossovers and brands who once only produced cars like Porsche, Jaguar, and Maserati catering to that demand, has certainly concerned gear heads. When Ford announced they were no longer selling the Fusion, Focus, Fiesta, and Taurus in the US, that’s when speculation went rampant that other manufacturers would follow suit. Despite the perception of dark times and the dominance of SUV’s, there’s been a small glimmer of light coming from unexpected brands who’ve made sedans once again appealing.

German auto manufacturers like BMW, Audi, and Mercedes Benz have committed themselves to producing crossovers in every segment of that market. It could be argued that while new models of SUV’s are being released almost every two or three years, their sedans have become quite stale, and are more of an afterthought and just a filler in their lineups. This has certainly exposed a weakness in what was once a German dominated luxury sedan market, and now there’s new players in the game ready to check in that are slowly turning heads.

2019 Volvo S60

2019 Volvo S60

The Volvo S60 was always priced in the mid $30k range, yet never got any attention because of an outdated generation that lasted almost a decade. With a complete redesign, the S60 now shares a similar appearance to it’s bigger sibling, the S90. Most importantly however, this Swedish sedan is now beginning to raise questions whether paying $40k for a base model BMW 330i or Mercedes Benz C300 is even worth the cost. With a price tag just under $36k, the S60 has the 330i beat by almost $4,500, which allows consumers to add packages to their S60 that might offer more features than what they’d get on a BMW 3 Series.

When adding the Audi A4 into the equation, the comparison in terms of price and standard features then become more interesting. However, Volvo still has the A4 beat because when we start looking at $40k+, the S60 T6 then comes into play, offering 316 HP and AWD. Optional technology and comfort features for the Volvo adds similar technology that can be found on the A4, making this a very tough decision for car buyers in this segment.

Also new for this generation is the 400 HP hybrid T8 engine that can be found in most vehicles in the Volvo lineup. Volvo claims the S60 T8 will do 0-60 in 4.4 seconds, and it’s going to be interesting to see how consumers perceive this performance sedan, as Swedish cars have never been known for their straight line speed.

The redesigned S60 is a breath of fresh air and has certainly taken this Swedish mid-sized luxury sedan to a completely different level than its predecessors, but it’s not the only sedan entering the market that’s ready to make a big splash.

Genesis G70

2019 Genesis G70

Much anticipated the last few weeks has been the arrival of the Genesis G70 models at dealerships. The all new entry level sedan for the Genesis brand is going to start just under $36k, and just like with the Volvo S60, undercuts its German rivals by almost $5k. But excellent pricing takes a back seat on this one, as the G70 comes with an optional manual transmission which should appease car enthusiasts. This good news could have been better had the manual transmission been paired with the optional 3.3L V6 engine that gets 365 HP instead of the 2 liter four cylinder engine, but as the saying goes, “You can’t have it all”.

The cost for a manual transmission on the Genesis G70 will set you back almost $46k, but you’ll get nappa leather seats and Michelin Pilot Sport 4 tires. Standard features for the G70 include: power front seats, dual-zone automatic climate control, an 8.0-inch touchscreen, and some safety features such as emergency automatic braking.

In an age of crossovers, Genesis’ decision to release another four door luxury sedan in their lineup to compete with the BMW 3 Series, Audi A4, and Mercedes Benz C300 is almost a throwback to what the automotive industry used to be. Before the days of crossovers, luxury brands would compete with each other in all segments of sedans, and between Volvo and Genesis adding legitimate competition into the mix of German luxury sedans, this is like reminiscing back to the old days.

Kia Stinger GT

Kia Stinger

The argument could be made that the Stinger GT isn’t a luxury car, and that’s completely understandable. However, the last few years we’ve seen the rise of sportbacks from BMW, Audi, and Mercedes Benz that’s begun to take the automotive design of four door cars by storm and has influenced the appearance of the current Honda Accord. Where the Stinger GT is priced, it takes on the Audi A5 Sportback and BMW 430i Gran Coupe and out performing both with it’s 3.3L V6 engine that gets 365 hp. This is the same engine that is offered on the Genesis G70.

The Stinger GT, for the time being and maybe even 5-10 years from now, could be a car we remember as being a risk taken by Kia that actually succeeded. While the Stinger was in the works for years, you could question whether brands like Kia are seeing the opportunity to sneak into the sedan segment and slowly take market share away from German luxury automakers who seem more focused on crossovers at the moment.

Genesis, Volvo, and Kia are taking the unconventional approach and putting time into the sedans they’re releasing. Despite Volvo having a crossover for every segment, they didn’t abandon their mid-sized sedan, and instead improved it unlike the current BMW 3 Series and Mercedes Benz C300. On a side note, BMW is working on the next generation 3 Series, and I’m interested to see what changes they make to take on new upcoming rivals. But this renaissance of sedans doesn’t just pertain to luxury or performance cars; this is quietly happening elsewhere.

Toyota and Honda

Earlier this year I raved about the 2018 Toyota Camry XSE V6. A sedan that gets 301 HP, an optional two-toned exterior with red interior, and paddle shifters. A sedan that got absolutely no love in the car community has certainly garnered some attention by drivers who want to have some fun behind the wheel, but not necessarily desire the stares from fellow motorists. The design is sleek, almost resembling a Lexus, which is most likely Toyota’s goal, and for the first time making this sedan attractive to consumers in any age demographic.

2019 Honda Insight

For the 2019 model year, Honda is reintroducing the Insight. Remember the days when this hybrid was a small two-door, computer mouse-shaped alternative energy vehicle in the early 2000’s? Or when the second generation took on the appearance of a Toyota Prius to try making strong gains in the hybrid segment? Well now it’s a four-door sedan that I’d argue is the best looking hybrid under $30k right now.

Built on the same platform as the Civic, the Insight gets many design cues from it’s compact vehicle relative which should draw in consumers who are on the fence of whether to purchase a gas powered car or make a commitment to hybrid technology. Highlighting the features on the Insight is its exceptional fuel efficiency with the LX and EX trims getting 55 mpg in the city and 49 mpg on the highway. The Touring trim will get slightly lower numbers due to the upgraded 17″ alloy wheels, but with a base price of just over $22k for the LX, this is one hybrid that’s going to the Prius a run for its money.

Despite the claims made by some automotive journalists and car enthusiasts, the four-door sedan isn’t going away anytime in the near future. If anything, the crossover craze has opened the door for manufacturers to not rush their products, and instead continuously improve the sedans they have in their lineups. Toyota still sells 200,000+ Camry’s per year, and Nissan has similar numbers with the Altima. There’s been no steep decline in the sales of these models over past decade, which should indicate that there’s still a demand for sedans in a crossover dominated automotive market.

For almost the past 20 years, Toyota has been looked upon as being the reliable, safe, and least fun brand in the automotive industry. Appealing to the average consumer rather than giving at least some attention to car enthusiasts can either be seen as smart from a business perspective, or a mistake by not creating an excitement that would extend to all car buyers. From an enthusiast’s perspective, utter the word “Toyota”, and there’s two cars that come to mind. The Supra and the Prius. Vehicles from two different extremes and eras, marked as either a car most recognized from Fast and Furious, or the hybrid that’s the bane of car lovers existences.

Toyota has made attempts through commercials the past three years to seem more exciting, as they released an ad for the Camry where two brothers are racing on the streets of Monaco. At the time, it didn’t make any sense why a brand that’s not recognized as being race oriented in the United States outside of Nascar, would try to change the direction of a brand despite the vehicles being no different than their predecessors. That all changed late last year with the introduction of the 2018 Toyota Camry XSE, and since then the brand that brought us the Supra and MR2 seems to be heading into 2020 with the potential of being a very fun and exciting automotive manufacturer once again.

2018 Toyota Camry XSE

Starting with the Camry XSE, Toyota surprisingly stuck with a V6 engine that gets 301 hp instead of following rival brands who are moving in the direction of turbocharged 4 cylinder engines. The XSE trim also comes with an optional two-toned exterior and red sports seats, which just feels really out of character for a Toyota vehicle. The only drawback is that fully loaded, the Camry’s price is around $40k, which many consumers have voiced their discontent as they believe it’s too high of a cost.

Around the same time the new Camry was hitting showrooms, Toyota added the GT86 to the brand, which was formally known as the Scion FR-S. A small coupe that has a cult following, it’s actually a fun and attainable car for young enthusiasts, and adding to the appeal is the list of aftermarket parts and modifications that can be done to the GT86 to enhance performance and appearance. Honestly, this little coupe is a throwback to what JDM culture was all about in the 90’s. I would never go as far to say that it’s this decade’s Honda Civic, but the GT86 does give you that sense of being a pure Japanese compact sports coupe.

Back in late March at the New York Auto Show, Toyota unveiled the all new Corolla hatchback which will come with an optional manual transmission. At this point, their vision for the next few years is becoming more clear as boring may no longer be an adjective associated with the brand. A few minutes later, the re-designed RAV4 was also unveiled and that’s when the energy in the room was lifted to a whole new level.

The new RAV4 is much more rugged than last generation, taking on the appearance of the Highlander, which was a very smart move by Toyota. For 2018 and beyond, crossovers are no longer just a family vehicle as the automotive industry is moving towards bringing either sporty or off-road elements to a segment that is actually quite bland. Toyota decided to go with more of the off-road look, which is a jab at Jeep. They’re also setting themselves apart from Ford, GM, and Honda who really haven’t drastically changed the styling of their crossovers. While it could be perceived as a major risk, Toyota could certainly be a legitimate player in stealing market share from rival brands in the crossover segment.

Lastly we have the long awaited arrival of the Toyota Supra which details have been leaked pertaining to performance and pricing. The new Supra is rumored to get a turbocharged inline 6 that gets 335 hp and 369 lb ft of torque, with a 0-60 time of around 4.5 seconds. Unfortunately as we all feared, it’s not going to be cheap. From the leaks, a starting price of $63,500 is to be expected. We won’t find out for sure until the 2019 Detroit Auto Show, but to know that the Supra is making a return is definitely something to look forward to.

The last 10-12 months for Toyota has certainly been exciting. Unfolding in front of our eyes the emergence of an auto brand that was once looked at as being dull or not cool to now being rather interesting and also a bit of a mystery. What is Toyota’s long term vision and plan? Is sports cars something we can expect from the brand moving forward, or is this a five year window of hope and change but then will fizzle out by the time we get closer to 2025? There’s so many questions that haven’t yet been answered, but for the time being, let’s take in the complete shift in culture at Toyota and enjoy every minute of it.

In the previous article of this mini-series where we take a look at Youtube marketing by car manufacturers, Hyundai was the center of attention, as their 15 second adverts gave no reason to consumers as to why they should buy a vehicle from the Korean automaker. Toyota now finds themselves in the BostonAutoBlog spotlight, magnifying Hyundai’s bland marketing campaign, by going one step further in advertising technology or features that all or most car manufacturers offer in today’s market. Toyota has always had a loyal following, but if their goal is to increase sales, they’re missing big in their recent onslaught of 15 second videos.

Before we analyze the video above; is this the state the automotive market is in right now, marketing pre-existing features that any car company offers? In this 15 second clip, LED headlights are the main focus, with the spokesman saying, “How do you make Camry’s headlights stand out even more? Skip ahead a few hours”. It sounds like a punchline to a corny joke, one which won’t break the ice if you’re at a table surrounded by strangers.

Most cars come with LED headlights or you can order them to modify the current car you own. Toyota’s LED’s can’t even hold a candle to three year old used Audis or BMWs which would be in the same price range as a new Camry. Worst of all, as a consumer, why would I be attracted to a Camry after watching this quick ad? Yes, by now we should all know Toyota’s reliability record, but there’s no need to start marketing features that buyers wouldn’t find relevant.

The corny jokes don’t end there, it continues with yet another quick ad. At this point, you have to wonder if the same marketing firm that worked with Hyundai, moved onto Toyota a few months later. Toyota’s are not known for their handling, and as someone who has driven a Rav4 in the past, you don’t feel very connected to the road. If great handling is the focus of the commercial, there needs to be actual footage, and not a guy playing with a toy car who then places it in the driveway.

While 15 second clips on Youtube are the norm for automakers now, less information about the vehicle being marketed is presented. Even though there’s a risk of viewers pressing the skip ad button, it would be better to extend these ads to 30 seconds to offer potential buyers selling points as to why they should buy a Rav4 or a Toyota Camry.

The last video worth highlighting, might just be the worst of them all. People who buy a Toyota Prius purchase them for one reason, it’s environmentally friendly. Toyota has been marketing the Prius like a race car, or during the Super Bowl, a getaway car. It’s time to go back to their roots and advertise the Prius for what it is. It’s not “agile”, it’s not “fun”, and it certainly doesn’t need racing decals as the car doesn’t deserve racing credentials.

What’s lacking in this commercial? Fuel efficiency. Isn’t that why people buy a Prius? What YouTube marketing has done is take common sense and a well thought out commercial out of the equation. There’s no selling points, no facts about what the car can do, no demonstration as to why it’s “agile”, and there are no legitimate reasons as to why I, or anyone else should buy one.

Hyundai and Toyota have made the ads that popup before watching a video cringe-worthy. These two manufacturers can offer better in terms of marketing to the masses, as their cars speak for themselves. Both their reliability ratings and customer satisfaction should be the main focal points of these ads, not the technology or features within the cars.

If Ford, Chrysler-Fiat, GM, Mazda, Kia, and Honda are watching, they should take notes. Hyundai and Toyota have left the door open for better YouTube advertising that grabs consumers’ attention, thoroughly goes over what their cars offer in terms of reliability, safety, and performance, and not worry about the technology within the vehicles. What is truly lacking in the automotive market is passion, emotion, and excitement.

We should get excited when we see your commercials. There should be a desire to want to drive and buy your vehicles. Every time your vehicle passes us by on the street, our first thought should be that great commercial you marketed that created an emotional connection. It’s time to start marketing your cars as if you love them as much as the consumer. Without passion, you become a Toyota who is trying to crack corny jokes, or Hyundai who is in an identity crisis as they’re not sure whether to brand themselves as a company that offers luxury vehicles, or a company that has reasonably priced cars for the middle class.

Exotics are often very rare, high performance sports cars that grab the attention of fellow drivers and pedestrians. These cars often grab a lot of attention, with many people either taking photos or approaching the owners if they’re nearby, asking them how much the car cost and complementing them on their choice of a supercar. But there are often many sports cars that are below $100,000 that usually fly under the radar, some of which have a presence of being a six figure exotic, and to the average person on the street, the Lotus Evora is one of those cars.

A car manufacturer that in my opinion is extremely underrated, Lotus is often forgotten and left in the shadows behind Jaguar and Aston Martin. The small car brand is a diamond in the rough, and because of that, the Evora comes in at a great price, offering performance and an appearance of being exotic. Currently, Lotus hasn’t brought any new models to the United States, but plan to return near 2020. In the meantime, there are 2010-2014 models on the market that have either never been driven, or well taken car of by previous owners.

Starting with price, you can find a 2013 Evora for $54,500 and almost brand new 2014 models for just under $80,000. With those prices, that’s right in line with the Alfa Romeo 4C, Porsche Boxster and Cayman. In terms of rarity, the Evora is more like the 4C, and because of its scarcity, you’re going to turn heads when driving through the center of town. However, your car’s fans will not be seeing much of you at the gas station. Unlike exotics, the Evora receives a combined 30 mpg. To put that into perspective, you’re getting better gas mileage than a Volvo. So your car may be less safe, but it’s more fun to drive and less stress on your wallet.

Performance-wise, the Evora comes standard with 276 horsepower, powered by a Toyota 3.5 liter V-6. Most of the remaining Evoras on the market come with 345 horsepower, and are usually the S 2+2 trim. 0-60 times are around 4.4 seconds, which is similar to the Alfa Romeo 4C’s 4.1. The main reason why the Lotus is slower than others in its class is because it’s heavier, but that certainly doesn’t limit the Evora’s overall performance.

The Evora is one of the more under-appreciated cars on the market. However, on the road that’s a completely different story. While you’ll have to look around for a dealership that has one, and may have to travel 200+ miles, it’s well worth the trip. These cars will not break the bank, and ask any owner, the Evora was definitely worth the price.

When you think of Subaru you probably picture a Forester or Outback navigating through the woods on a dirt road, or a WRX STI racing on a rally circuit. AWD is it’s specialty, the ability that allows drivers to get from point A to point B throughout the winter, and give the owner a peace of mind when they get behind the wheel in treacherous driving situations. Subaru has never been known to appeal to the RWD, sports car community, and instead reaches the consumer who wants off-road capability or a vehicle that is immune to most, if not all weather conditions. The Subaru BRZ does not fit that mold and never will.

Last year Subaru managed to sell 7,500 BRZ’s, and during the best monthly sales, none of the figures reached 1,000 cars sold. Because Scion, Toyota, and Subaru collaborated on the BRZ/FR-S, Subaru isn’t taking a major risk, or one in which they’re not going to deal with the consequences of poor sales solely. Two other manufactures are also on the ship that appears to be sinking. The real question is whether Subaru is wasting their time with having the BRZ in their lineup.

Starting at $25,500, the BRZ is just a mere $1,000 cheaper than the base version of the WRX. They’re two completely different cars, but one offers more horsepower, AWD, four doors, and tradition, while the other is basically a rebadged Toyota. In the eyes of consumers the WRX’s 268 hp, coupled with a manual transmission, is more appealing than a 200 hp coupe. While they both are in different classes, the WRX will steal sales away from the BRZ because it offers more.

For Scion, the FR-S makes sense because they don’t have another sports car in their lineup that will compete in sales. The tC is cheaper with less horsepower, while the FR-S is more of a traditional performance coupe that attracts younger consumers who want a car with power. For the Toyota owned company, the FR-S isn’t as big of a waste of time, and in fact is seeing double the sales as the BRZ, and that’s because of the consumers that Scion attracts.

At the end of the day, there is no difference between the BRZ and FR-S except the badge on the front. The biggest variable however is the loyal consumers for both auto brands. Subaru is seeing limited sales, and from a numbers standpoint, they’re wasting their time by selling a coupe. Due to having a sports sedan within the same price range, the BRZ isn’t a great fit for the company. Scion on the other hand desperately needs the FR-S to succeed, and because of their minimal lineup range, the sports coupe can and will see better sales figures than it will for Subaru.

The BRZ was an experiment, one in which Subaru could see if they could make some noise in the sports coupe market. Because they have a tradition set on AWD and off-road capability, consumers aren’t flocking to Subaru dealerships to buy a RWD coupe that doesn’t fit in the AWD dominated lineup. Sales figures could rise, but it’s very unlikely. The remaining question is, how long will they keep the BRZ in their lineup before they cut their losses and move on?

This week at the New York International Auto Show, Scion unveiled their all new iA sedan and iM hatchback that will be going on sale at the end of 2015. Scion, which is owned by Toyota, really has only one car that they can truly call they own, the tC, while the rest of their lineup is either rebadged Toyota’s that are sold in Europe and Asia, or they have cars that aren’t even built by their parent company. The FR-S was a collaboration by Toyota and Subaru, and can be bought as a Subaru, the BRZ.

What is Scion? Were they originally Toyota’s cheap brand that sold to younger consumers, or are they now a combination of cheaper vehicles and a lab rat for other car companies to see what they could come with without putting their badge on the car? The iA is essentially the new Mazda 2 sedan, and was also a collaboration with Toyota by Mazda. The iM is a rebadged Toyota Auris and will be what takes the place of the Toyota Matrix, and will give Scion the opportunity to try increasing sales in the hatchback market. Both cars will be starting anywhere between $16,000 – $20,000 when they hit the market, and with a very lackluster group of vehicles that are currently within that price range, the iA and iM could see some strong sales.

The biggest issue facing Scion is that their sales figures aren’t as strong as they were back in 2005. Scion was the new kid on the block offering cheaper cars for younger drivers, but today, the tC and FR-S are the only Scions that younger consumers want to get behind the wheel of, and when it comes to the FR-S, they can choose to visit a Subaru dealer instead.

Out of the two, the iM has a better chance of succeeding than the iA. While great fuel economy and cheaper starting price for the iA might go a long way in helping consumers decide whether to buy the car or not, the iM being a hatchback, might be more appealing to younger consumers.

Toyota has a lineup consisting of cars that compete with Honda, Ford, and Chevrolet, while their luxury division, Lexus, is taking on BMW, Mercedes Benz, Audi, and Infiniti. It would be great if Scion became both cheap for younger consumers, while being the performance division for Toyota. The tC and FR-S are good starts, but if Toyota could offer a Celica (which in essence is the tC) MR-2 or some original sports car badged as a Scion, the perception of the brand would change completely overnight. Right now it seems like Scion is everyone’s ginny pig, and that’s what is confusing consumers. The Toyota owned company is now 13 years old, it’s time to start maturing and offering original cars that aren’t rebadged by other Japanese brands or Toyota itself.